The rosy pink-colored chocolate comes from the Ruby cocoa bean, and was launched at a special event in Shanghai on Tuesday. Not only does the chocolate look wildly different, but it also has a unique, fruitier taste.

“The fourth type [of] chocolate offers a totally new taste experience, which is not bitter, milky or sweet, but a tension between berry fruitiness and luscious smoothness,” the company said in a news release. “To create Ruby chocolate, no berries or berry flavor, nor color, is added.”

As a company spokesperson told TODAY via email, the Ruby bean grows in countries like Ecuador, Brazil and the Ivory Coast, “but you need the right” bean for it. Barry Callebaut “is able to identify the specific Ruby beans. Secondly, we developed a unique processing that makes those special precursors come alive, creating Ruby chocolate.”

There are no additives to the chocolate, added the spokesperson.

Believe it or not, white chocolate was actually the last kind of chocolate to be launched, by Nestle, in the 1930s. That said, white chocolate is actually a chocolate derivative since it contains no cocoa solids, and has specific standards that have to be adhered to in order to be called white. Ruby chocolate is, says the spokesperson, a “real chocolate” and not a derivative.

Other companies have created red cocoa powder in recent years, but as Barry Callebaut notes, this is the first time “natural reddish chocolate” has been produced.